Buy the full study
Summary
The global energy drinks market has experienced significant growth since 2020, with a notable increase in consumption volumes and sales value. In 2022, the market was estimated at $90.5 billion, with projected growth at a CAGR of 8.5% for the period 2023-2030, potentially reaching a total value of $173.8 billion. North America and Europe collectively dominated two-thirds of the market share, with 31% and 30% respectively. The United States led in consumption with a spending of $28.40 billion, followed by the United Kingdom ($11.97 billion) and Japan ($10.51 billion). Red Bull maintained its position as the market leader, capturing 42.5% of the market value in 2022, followed by Monster and VPX with shares of 30.1% and 8.2%, respectively. Italy's energy drink market also showed robust growth, with sales increasing from €83 million in 2019 to over €190 million in 2023, a rise of 128.9% within five years. Despite the pandemic's initial impact, the market rebounded quickly. Hypermarkets, supermarkets, and discount stores were the primary retail channels, accounting for around three-quarters of the sales volume in Italy.
The Rising Tide of Energy Drink Consumption in Italy
Over the recent years, the Italian market for energy drinks has witnessed a substantial surge in popularity, resulting in an impressive growth in both consumption and sales. Between 2017 and 2022, the nation experienced a staggering increase in consumption of energy drinks, ascending from around 125 million liters to the neighborhood of 180 million liters. This reflects an overall growth close to 45%. Interestingly, while the year-on-year growth between 2017 and 2020 remained fairly stable, the subsequent couple of years saw a dramatic climb of approximately 40%. Despite this remarkable rise in consumption levels, the average monthly household expenditure on soft drinks, which includes energy drinks, exhibited a converse trend, descending from around €6.44 to €4.94, marking a decrease of more than 20%. The flurry of activity around energy drinks is not uniform across all segments of the Italian population. For instance, Red Bull, the internationally renowned energy drink, holds the crown as the most preferred brand, leaving competitors such as Monster and Burn trailing with about 12% and 6% of respondents, respectively, acknowledging their consumption.
However, the preference for energy drinks is notably more prevalent among younger demographics, with those below the age of 44 demonstrating higher consumption rates compared to their older counterparts. Geographical distribution of consumption reveals that energy drinks are particularly popular in Italy's southern regions, where brands like Red Bull enjoy a commanding 40% favorability, and Monster follows with a notable 16% traction among respondents. This is distinctly different from regions like Central and Northwest Italy, which report lower consumption rates. Focusing on the distribution channels, modern outlets like supermarkets and hypermarkets dominate the energy drinks market landscape, garnering around 64% of total sales in 2022. Discount stores also hold a significant share, claiming around 20% of sales volume. Traditional outlets and out-of-home channels account for the remainder, with out-of-home consumption also contributing a sizable portion in value terms due to premium pricing strategies for single-serve formats. In terms of market actors, various distributors such as Conad, Coop, and Carrefour feature prominently in providing these energizing beverages to consumers. New made-in-Italy brands are also emerging on the scene. BAM, known for its quality ingredients and affordable pricing, and BeeBad, distinguished by its use of honey and natural ingredients, are some examples of domestic brands vying for a slice of the energy drink pie.
Key Contenders in the Italian Energy Drinks Arena
The Italian energy drink market is dominated by several heavyweight brands that have carved out significant niches for themselves through strategic marketing, sponsorships, and a deep understanding of consumer preferences. Below are the major players that have turned the energy drinks sector in Italy into a dynamic and competitive battlefield:
- Red Bull (Red Bull s.r.l) - Flying high on its iconic slogan "Red Bull gives you wings," Red Bull is not just a drink; it's become a global symbol of energy, endurance, and sportsmanship. Founded on a unique recipe inspired by an existing Thai beverage, Red Bull stands as a testament to clever marketing tactics that blend extreme sports endorsements with savvy lifestyle branding.
- Rockstar (Pepsico Beverages Italia s.r.l) - Once a maverick in the world of energy drinks, Rockstar has been a resilient contender and is now a part of PepsiCo’s diverse beverage portfolio. Rockstar targets the young and spirited demographic by aligning with events that resonate with vibrant lifestyles, from music festivals to high-octane sports.
- Monster (Coca Cola HBC Italia s.r.l) - Climbing up the rankings with a roar, Monster Energy onboards adrenaline-charged branding that appeals to the young heart looking for adventure and excitement. With a strong association with various extreme sports and a bold presence in e-sports, Monster continues to cement its status in the Italian market.
- SanPellegrino s.p.a - An embodiment of Italian tradition and refinement, SanPellegrino is not just a water company but a purveyor of fine beverages. With its aromatic sodas and aperitifs, SanPellegrino captures the essence of the Mediterranean lifestyle and conveys it to consumers using beverages of exceptional quality.
- Burn (Coca Cola HBC Italia s.r.l) - Known for its fiery branding and aggressive marketing, Burn, a Coca-Cola brand, ignites the market with its energetic appeal and connection to the urban arts and music scene. Burn strives to forge a unique path in the energy drink domain through innovative promotions and partnerships.
- Lemonsoda (Ceres s.p.a) - A classic Italian brand noted for its distinctly citrus-flavored effervescent beverages, Lemonsoda is on a mission to refresh consumers while also tapping into the energy drink sector. Its products offer a lighter and zestful alternative to the usual energy concoctions.
to understand this market
Detailed content
Inforamtion
- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 18/03/2024
Summary and extracts
1 Market Overview
1.1 Definition and presentation
In recent decades, energy drinks have seen exponential growth in popularity and consumption worldwide, transforming from a niche market to a far-reaching cultural phenomenon. These products, characterized by a high content of caffeine and other stimulants, are marketed as quick and effective solutions to improve physical and mental performance, increase alertness and reduce fatigue. Targeting a broad spectrum of consumers, from active and athletic people to students and professionals under pressure, energy drinks have made their way into the daily habits of millions of individuals, promising an immediate energy boost at any time of day. Their ubiquitous presence, from supermarket shelves to sporting events, from coffee shops to online advertising campaigns, testifies to the impressive commercial success and profound cultural impact they have had on contemporary society.
In 2022 the global market for energy drinks is estimated at 90.5 billion dollars. Growth in the industry is expected in the near future. For the period 2023-2030 a compound annual growth rate is estimated (CAGR) of 8.5% under which the global energy drinks market could reach a total value of 173.$8 billion. In 2022 North America and Europe share almost 2/3 of the world energy beverage market, 31% and 30% respectively. They are followed by Asia Pacific (thanks mainly to Japan's contribution) and South America with shares of 28% and 6%, respectively. The rest of the world contributes 5% of the total market. In addition, Red Bull collects 42.5% of the value of the global energy drinks market in 2022. It is followed by Monster and VPX with shares of 30.1% and 8.2%, respectively. Rockstar ranks fourth with 4.4% and Reign fifth with 2.7% of the total.
This study focuses on the specific energy drinks market in Italy, analyzing consumption trends, competitive dynamics and growth prospects for the sector. For information on related markets, such as soft drinks in general, see the specific studies available in the Businesscoot catalog.
List of charts
- Energy drink market
- Top 5 countries by value of energy drink sales
- Energy drink market, breakdown by geographic area
- Breakdown of the energy drink market by manufacturer
- Value of energy drink sales in modern distribution
All our studies are available online in PDF format
Take a look at an example of our research on another market!
Companies quoted in this study
This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :
Choosing this study means :
Access to more than 35 hours of work
Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.
Benefit from 6 years' experience and over 1,500 industry reports already produced
Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.
Our know-how and methodology enable us to produce reports that offer unique value for money.
Access to several thousand articles and paid-for data
Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).
To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)
Guaranteed support after your purchase
A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676
A digital format designed for our users
Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.
Our offers :
the energy drinks market | Italy
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What is the positioning of companies in the value chain?
- Data from several dozen databases
5 reports pack (-15%) IT Italy
- 5 reports at €75.6 excluding VAT per study to choose from our Italian catalogue for 12 months
- Save 15% on additional studies purchased
- Choose to be refunded any unused credit at the end of the 12-month period (duration of the pack)
See the terms and conditions of the pack and the refund of unused credit.
Our customer references
They have consulted our studies
Discover the opinions (+500)
Malcolm Vincent
Astoria Finance
Gregoire de Castelnau
Stags Participations
Timothé Huignard
PWC
Paul-Alexis Kebabtchieff
BCG
Aymeric Granet
Publicis Consultant
interviews & case studies
All interviews and case studies (45)
